Apple wants to sell you products you enjoy.
Google wants to sell you data harvesting devices you find adequate enough to keep using.
Having moved over from Android about 3 years ago, it's a very different "feel". Apple goes out of their way to not have access to your data.
Example: Everything in my iCloud Drive is zero knowledge encrypted. Every one of the spreadsheets I have in Numbers is completely private (since they're stored in my iCloud), and Apple is not harvesting every bit of data they can from them to build more accurate ad profiles for me. If I interact with Siri, it's 100% on-device with nothing sent to Apple.
Heck, Google just got called out for tracking and profiling you WHILE INCOGNITO on Chrome. There's no limit they won't go to in order to harvest more data from you.
And that's not even mentioning the amazing vertical integration Apple provides. If my phone rings, I can answer it on any of my devices: iPad, MacBook, etc. If I get a 2FA code on SMS, I can paste it in on my iPad, MacBook, etc. No need to fumble with my phone to see what the code was. Everything 'just works'.
And let's not forget the "Android Tax". Android is MORE EXPENSIVE, by a LOT. Sure, you can get some $50 burner Android, with a total crap screen and battery and a potato of a camera... I'm not talking about those devices here. I'm talking about devices that actually compete with iPhone in terms of features, build-quality, photo quality, etc.
So for current models, an iPhone 14/15 vs a Samsung Galaxy S23/24. There's no meaningful price difference on the initial purchase. You can get a lower end S23 for a reasonable price, but you can also get an iPhone 14 for the same price.
But when you buy that Samsung, it's e-waste in 2 years. 3 years if you're really lucky. Samsung provides 3 years of security updates. Using a "my entire life is connected to this device, including every last financial account and my entire life savings" device after it stops getting security updates is... well, quite frankly absolutely and completely stupid. There's just too much risk.
Apple provides 5+ years of updates on iPhone. If you buy a brand new S23/24 today and a brand new iPhone 14/15 today and use them until they no longer receive security updates, then calculate your 'cost per year of ownership', the so called "Apple Tax" is a discount rather than a tax. An iPhone will cost you maybe $200/year if you get a $1000 phone and keep it the 5 years Apple provides updates. That same $1000 Samsung is e-waste after 3 years, so it's $333/year.
Yeah, you can keep using that Samsung after the security updates expire, but you might as well just post your bank log in info on the dark web yourself and save the hackers a few seconds of trouble.
Edit: And the apps are better. I was surprised, although maybe I shouldn't have been, to find probably a dozen apps I use regularly much better on iOS. Things were buggy, would do odd things, freeze up, crash, whatever thing(s) was wrong with that app. Loaded up the iOS version and it was like being on the 'stable' branch instead of the 'beta' branch. Not all companies do it, but there was definitely more than a couple that very much obviously put a lot more development effort into their iOS app compared to the Android app.
And then you have things like Photone, Sonos TruePlay, etc, that are iOS only and probably always will be.